The Research Of Micro-blogging Users’ Purchasing Behavior Influencing Factors

In the context of the Web2.0 to Web3.0 constantly deepens, Micro blogging as the one of the classic information communication platforms, it makes a qualitative change between the audiences and the media. The users can release, update or share their messages in their personal Micro blogging by WEB, WAP and other clients. These personal information social communities are consists of the form of "concentrate on someone" and "to be concentrated by someone", Micro blogging changes the information traditional accepted pattern because of its efficient mode of information transmission. Due to its characteristics of 140 words limited, Micro blogging has been altered the traditional way of information communication. Micro blogging has some nice features like convenient, rapid propagation, easy interactive which are favored by the enterprises. The enterprises try to take the advantage of the Micro blogging to release products information, in order to realize the enterprise’s products promotion, brand communication, customer relationship management and other marketing behaviors. At the same time, the role of the users has been change from the "information receiver" or "information browser" to the "information producer". The behavior of the Micro blogging users have been attracted much more researchers to concentrated about it, especially the purchasing behavior of users through the enterprises marketing activities of Micro blogging. What factors may affect Micro blogging users purchase behavior, how to better help the enterprise’s Micro blogging marketing have been became the center of the research.This paper takes the Sina Micro Blogging as the object of study, on the basic of main documentary analysis and in-depth interviews, defining the concept of Microblogging users’Purchasing behavior. Thus, in the theory of Customer Perceived Value, the theory of TAM, and the theory of Perceived Risk, according to the characteristics of Micro blogging and extract the AISAS model part of the level, divides the process of Microblogging users’Purchasing behavior into three stages:Users attraction, Users participation and users sharing. Then, extract the influencing factors of Microblogging users’purchasing behavior to build equation model of Microblogging users’purchasing behavior influence factor model. In this paper, I also take methods of and Delphi technique and questionnaire research, to study the reliability and validity of the questionnaires. In order to analyze the index and built the relevant equation model, Using SPSS 19.0 to preprocess the data samples and AMOS7.0 to examine and correct the relative evaluation factors to provide a theoretical basis and practical guidance which may affect the Microblogging users’Purchasing behavior. Finally, extract the key Microblogging users’ purchasing behavior influence factors; it is concluded that usability, entertaining, opinion leaders guide, profitability is the main factor that influence the Microblogging users’ purchasing behavior influence factor. At the end of the paper, according to the experimental results, making some strategies for the enterprise to "accurate" microblogging marketing, and also introduces the better way of researching, the limit of paper, in order to make further better research in the future.